A Razorfish survey revealed that 86% of US respondents said they preferred useful brands over interesting ones. 81% felt that it was important that brands make their life easier.
While over half of respondents in the US and UK saying “they would do anything they can to avoid seeing ads, skipping pre-rolls on YouTube or using a DVR to do the same with TV programming”, people didn’t mind ads as much if there was a clear value exchange. For example, 70% of US respondents didn’t mind seeing advertising to access free content online. 72% said it was important for brands to reward them for being a loyal customer.
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